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A key performance indicator (KPI) is a measurable value that is used to judge how effective an organisation is at achieving key objectives. Organisations use KPIs to evaluate their success at reaching targets. KPIs are important in the world of content marketing so that we can measure the effectiveness of what we produce. We’ve put together a list of some of the critical KPIs of school content marketing.

The internet is a vast place, and in the eyes of regular school marketers, the best way to get noticed by more prospects is to cover all possible avenues and use the most popular keywords, like ‘higher education’ or ‘Christian school’. The good news is that they can get their school featured in the search results whenever prospects type these keywords in the browser. The bad news is that so many websites use these keywords that their school will get featured at the middle or bottom of the search listing.

What are long tail keywords?Long tail keywords form part of the broader umbrella of Search Engine Optimisation and should be a focus of your school marketing efforts, as they help you to target your desired audience at a cheaper cost.

In an environment where children are taught to focus on doing their best, isn’t it adverse for the Marketing Coordinator to complete a school competitor analysis? Yet in doing so, you seek to improve your own services and enhance the communication experience for prospective parents. You want to ensure that your audience receives the right information, when they want it.

Every singer has their own unique tone when they sing, but it might not necessarily be music to the listener’s ears. It’s only when the person singing knows their audience and performs with them specifically in mind that they hit the right note and it resonates, leaving a lasting impression.

Like singers, schools need to know how to use the right tone of voice in marketing to their audience – parents – to leave a good impression. This is where the right tone of voice for your school’s brand comes into play.

What results pop up when you type your school’s name into Google? If you’ve optimised your SEO, the first result should be your website, followed by other content you’ve generated such as blogs or social media posts. What conversations are taking place online about your school? Are you engaging in and driving the conversation? Have a well-considered SEO and content strategy to improve your Google ranking and ultimately direct people straight to your content.
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Trinity Grammar School Sydney, Head Master Milton Cujes was reasonably comfortable with his school’s marketing activity. Enrolment numbers were sound and there was great commitment on the part of the marketing team and enrolment department, but he felt an external perspective would bring fresh eyes and external objectivity.

After attending a conference presentation by imageseven and being impressed with its genuine understanding of independent schooling, Trinity Grammar School engaged us to conduct a Marketing and Communications Audit Program.

You may think that being a thought leader is well out of your reach. Wrong! Anyone can take the simple steps to become a thought leader. You only need to invest some time, it doesn’t just happen overnight.

“So, what are some ways I can become a thought leader?” I expect you will ask. Well, here are some thoughts on being a thought leader (pardon the pun!).

Media reports, as we know all too well, can have an everlasting negative effect on any school. However, when a school is dependent on enrolments from a foreign country, where prospects base their decision on the court of public opinion (friends, colleagues, media) and a school's website, it makes surviving a media crisis even more difficult to navigate and survive.

Amid continuing turmoil, what should your school do to weather the storm and turn it into a brand opportunity?

The most useful tool to help schools maintain a consistent brand is to develop and utilise what’s known as a Key Message Guide (KMG). A Key Message Guide empowers schools by giving them a simple yet comprehensive document that sums up a school in an easy to understand one page document. It is a foundational tool crafted in close consultation with your school.